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Topics: Business terms, Communication, Process management Pages: 2 (800 words) Published: November 2, 2014

Why was Cucina Fresca pasta successful? How would you compare the pizza opportunity to that for pasta? How would you compare the actual product development process for each? 
 Using the forecast model for pasta shown in Exhibit 5, what is your forecast of the demand for pizza? 
Hints: The necessary data is contained in Table B and Exhibit 7. 
 There is a significant difference in the “likeliness to buy” results for pasta 
customers and non-customers. Actual penetration of the Cucina Fresca parent brand may range from 5% to 15%, so sensitivity analysis will be useful. 
 What can the TrueEarth team learn from Exhibit 6 about how consumers view pizza? 
 How do the pizza concept test results (Exhibits 7 and 8) compare with the findings for pasta (Exhibits 3 and 4) 
 Is there a first-mover advantage in pizza similar to fresh pasta? 
 How do you interpret the findings in Exhibits 9 and 10 to evaluate interest in 
pizza? 
 Wouldyoulaunchthepizza? 


Why was Cucina Fresca pasta successful? How would you compare the pizza opportunity to that for pasta? How would you compare the actual product development process for each? 
 Using the forecast model for pasta shown in Exhibit 5, what is your forecast of the demand for pizza? 
Hints: The necessary data is contained in Table B and Exhibit 7. 
 There is a significant difference in the “likeliness to buy” results for pasta 
customers and non-customers. Actual penetration of the Cucina Fresca parent brand may range from 5% to 15%, so sensitivity analysis will be useful. 
 What can the TrueEarth team learn from Exhibit 6 about how consumers view pizza? 
 How do the pizza concept test results (Exhibits 7 and 8) compare with the findings for pasta (Exhibits 3 and 4) 
 Is there a first-mover advantage in pizza similar to fresh pasta? 
 How do you interpret the findings in Exhibits 9 and 10 to evaluate interest in 
pizza? 
 Wouldyoulaunchthepizza? 


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